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Yahoo Takes a Shine to Online Women

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Yahoo Takes a Shine to Online Women

Internet giant Yahoo—still trying to find a way out from under Microsoft’s unsolicited $40+ billion takeover attempt—has unwrapped Shine, a new lifestyle-centric site specifically aimed at women aged 25 to 54—or, as marketers like to think of them, “Chief Household Officers.” The site will highlight topics related to fashion, beauty, parenting, relationships, careers, food, and health, and highlight both content from elsewhere in the Yahoo site network (including such stalwarts as astrology) as well as from lifestyle publishers like Conde Nast Publications, Time, and Hearst Corporation.

And, of course, Shine will offer advertisers a way to more easily target adult, female Internet users.

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“We’re executing on Yahoo’s starting point strategy by ensuring that women who start their day with Yahoo are offered a more relevant experience,” said head of Yahoo Media Scott Moore, in a release. “Yahoo Shine adds an important piece to our Media portfolio, which already includes sites that are number one in the News, Sports, Finance, and Entertainment categories.”

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Yahoo says its editorial team will develop new original content every day, as well as pick the strongest uer blog posts for prominent placement on the site. The site offers a blogging platform for engaged users to share their comments and thoughts. Shine’s editorial team includes picks from lifestyle publications like Lucky,The Wall Street Journal’s Career Journal, and BluePrint. “Yahoo Shine speaks to you as a friend, telling you the secrets and tips to simplify your life,” said Shine editor-in0-chief Brandon Holley.

Shine marks a bit of a change in Yahoo’s site strategy: where the company had previously focused on creating deep sites for niche audiences, the company is now drawing on those deeper sites to create broad-ranging sites designed to appeal to mass audiences: Shine draws on content from Yahoo Food, Yahoo Health, and (of course!) Yahoo Astrology to build a larger site. And Yahoo is aiming big, targeting more than 40 million women ages 25 to 54 who already visit Yahoo. Whether the site succeeds will depend on whether Yahoo can make money selling advertising there. “Yahoo believes the site will be especially attractive to advertisers in the consumer packaged goods, pharmaceuticals and retail categories,” the company said in a statement.

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Geoff Duncan
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